How two leading partners learn to tango: The case of IoT-based business model co-innovation between a retailer and an electronics supplier

Abstract Due to eroding business models, companies are seeking new growth opportunities. Business model innovation (BMI) can enable sustainable competitive advantage and future growth. Yet many struggling innovate their models. Recent research reveals that collaboration concerning stakeholder integration open foster BMI, but has addressed both topics in isolation. By combining these topics, we establish co-innovation (BMCI) as a perspective. Based on longitudinal case study of an incumbent retailer electronics supplier, investigate how parties contribute innovating the supplier’s model. We document BMCI process highlighting direct indirect changes supplier identify characteristics. with perspective partners co-innovate